Tag: PINTEREST

Pinterest Tests New Targeting Tools For SMBs

Posted on by Lab Team

What Happened
Pinterest continues to improve its ad products as it debuted new targeting tools on Tuesday, one of which allows brand marketers to upload their own email subscriber data to Pinterest as a targeting option. The new targeting tools will also drastically increase the number of keywords and interests advertisers can target against from only 30 to 420. In addition, the company is rolling out its self-service ad platform Pinterest Ads Manager to all small- and medium-sized businesses in the U.S. Pinterest released several new ad products last year, which were well received by advertisers and propelled its ad revenues to eightfold growth in 2015.

What Brands Need To Do
Facebook first started the trend of allowing marketers to target against their own customer email lists in 2012. By adding support for this feature, Pinterest can help brands and SMBs advertising on its platform reach their desired audiences in a more granular way, allowing them to dive deeper into specific areas of pinning activity and find potential buyers. For brands with an overlap between their customers and Pinterest users, the new targeting tools should be worth a try.

 

Source: Marketing Land

Pinterest Open to Video Advertising

Posted on by Lab Team

What Happened
Pinterest has been steadily rolling out a variety of new ad products to help monetize its platform, including Cinematic Pins and Buyable Pins. Now the social scrapbooking network is reportedly looking to introduce video ads as well. This comes a month after the company’s decision to narrow the focus of its ad support to retail and CPG brands. Retail happened to be the top spender on digital video ads in the U.S. in 2015, according to a recent study by Pathmatics.

What Brands Need To Do
Online video ads, estimated by Magna Global to grow by 39% this year to $15.3 billion in their latest U.S. Ad Forecast Report, represent a fast-growing category in the booming digital advertising business. And with Facebook raking in big ad dollars with its eight billion daily video views, it makes sense for Pinterest to start developing its own video ad product as well, even though its platform is not traditionally known for video consumption. At the very least, this should give brands that are already trying out Facebook videos a new channel to reach new audiences and make a lasting impression with engaging video content.

 

Source: Digiday

 

Pinterest To Open Self-Service “Promoted Pins” To All US Advertisers

Posted on by Lab Team

What Happened
After testing its “Promoted Pins” ad unit for over two years, Pinterest is finally ready to open its primary ad unit up to all advertisers in the States. Starting in January, all US businesses will be able to buy “Promoted Pins” through a self-serve interface. The announcement came on the heels of Pinterest’s recent decision to focus its ad sales team on the retail and CPG categories.

What Brands Need To Do
Pinterest has long enjoyed its reputation among social networks as a “Sales Conversion Powerhouse,” and “Promoted Pins” are a good way for the one million active business accounts to reach a bigger audience and, with some help from Pinterest’s new “Buyable Pins,” move them down the sales funnel.

 

Source: Marketing Land

Pinterest Narrows Ad Focus To Retail And CPG To Match Users’ Interest

Posted on by Lab Team

What Happened
In a bid to restructure its ad sales and focus its resources on key categories that match the interests of its users, Pinterest has announced that it will slim down its ad team support to brands in retail and consumer packaged goods. Brands in other categories are still welcomed to buy ads on its site, but only through either a self-serve interface, or a third-party ad tech platform that works with Pinterest.

What Brands Need To Do
This adjustment should come as good news for brands in retail and CPG, as they can receive more attention and hands-on support from Pinterest, therefore offering them a better chance target Pinterest users. However, for brands in other verticals that have been using Pinterest as a marketing channel, the news should serve as a prompt to reevaluate their communications strategy and ad spending on Pinterest.

Source: Wall Street Journal

Pinterest Launches Visual Search To Help You Find Specific Items

Posted on by Lab Team

What Happened
Earlier today, Pinterest started to roll out an interesting new image search tool for its apps and website. The visual search allows users to zoom in on a specific item – for example, a lamp, a coffee table, or a pair of shoes – in Pinterest images and search for pins that contain that item or similar-looking ones. Users can also filter the visual search by topic to narrow down the results.

What Brands Need To Do
Hailed as a “sales conversion powerhouse,” Pinterest has been beating all other social media sites in ecommerce conversion rate, especially in categories such as fashion, home goods, and food. In order to capitalize on Pinterest’s conversion prowess, brands marketing on Pinterest would be smart to create a pinned inventory of their products, with each pin linked to the corresponding purchase page. This will make them more likely to show up in the new visual search results. Popular items can also be promoted with Pinterest’s one-click “buyable pins” to boost sales.

 

Source: Wall Street Journal

Header image is a promotional image courtesy of Pinterest Blog

Pinterest Goes Hyperlocal By Adding Location Data To Its Pins

Posted on by Lab Team

What Happened
On Tuesday, Pinterest introduced an update to its Place Pins feature, which automatically expanded location data to approximately 7 billion pins. When users save a Place Pin, its app now shows a map with other pins saved from the same location and nearby. Designed to increase its local discovery capability, the updated pins with geo-tags will also allow users to get directions through Google and Apple maps, call a local merchant, or check reviews from previous visitors.

What Brands Need To Do
Pinterest has long enjoyed its reputation among social networks as a “Sales Conversion Powerhouse,” beating all other social media sites in U.S. ecommerce conversion rate and accounted for 22 percent more sales than Facebook despite far fewer users, according to a 2014 study by Shopify. Therefore, local businesses should consider leveraging this new feature on Pinterest to organically reach new customers by correctly indexing the location information of their businesses and creating appealing Place Pins for their products and storefronts.

 

Source: The Next Web

Pinterest Officially Launches “Buyable Pins” To Mobile

Posted on by Lab Team

Read original story on: Marketing Land

Just weeks after announcing its plan to dive into social ecommerce with “Buyable Pins”, Pinterest officially launched the new feature today on iPhones and iPads, allowing iOS users in the U.S. to purchase products directly from the social network. Purchases can be made seamlessly within the Pinterest app using Apple Pay or a credit card. Pinterest says it currently has 30 million buyable pins from a various retailers, including Macy’s, Neiman Marcus, and Nordstrom, as well as e-commerce sites powered by Demandware and Shopify stores.

On Trend: Social Commerce Heats Up Again With “Buy Buttons”

Posted on by Lab Team

It all started last summer with Facebook testing “buy buttons” in newsfeed ads, which Twitter quickly followed by rolling out its own “buy now buttons” in September. Neither really gained much traction in the following months, and the race towards social commerce dominance seemed to cool down a bit—until last month. During May, Mondelez International, Google Search, and YouTube all announced their plans to insert their own version of “buy buttons” into their respective digital ad products.

Flash forward to today, both Pinterest and Instagram are making a big push into social ecommerce. Just one day after Amazon “ripped off” its visual layout for its new product curation page Stream, Pinterest has fought right back with “Buyable Pins”. Partnered with Shopify and Stripe, Pinterest will soon let its app users to browse products and make purchases with a few clicks. Not to be outdone, Instagram is also beefing up its ad tools with the addition of “Shop Now” buttons, along with buttons for app installs and sign-ups. Instagram’s API for ad campaign management is also updated to add “interest and demographic targeting” to make it more appealing to marketers and brands alike.

We have long expected social networks like Instagram and Pinterest to enter the commerce market directly, instead of just driving traffic to retailers’ websites. Now that Facebook seems finally ready to scale up the ad offerings on Instagram, as does Google on its search platform and YouTube, brands need to figure out the platform(s) that best suits their needs among an increasing number of viable platforms. Brands should also start developing strategies for social ecommerce in order to translate the convenience of “buy buttons” and the network effect on social platforms into actual sales. And although it’s in its early stages, social commerce will be an important aspect of attribution, finally allowing brands understand how their marketing converts to sales.

Pinterest To Become More Brand Friendly With New Ads API

Posted on by Lab Team

Read original story on: Ad Week

Pinterest has been readying its ad sales programs since a year ago, consciously making its platform more brand-friendly. And earlier today, the company unveiled its first ads API for tech partners to help make posting more efficient and provide better measurement.

Moreover, the social scrapbook site is also launching a marketing program to help brands increase the amount of unpaid posts. Paid advertisers will be able to automate the buying of Promoted Pins in a new programmatic system, whose automation and sophistication will undoubtedly help Pinterest to woo brands and advertisers.

Pinterest Dives Deeper Into M-Commerce

Posted on by Lab Team

Read original story on: TechCrunch and Re/Code

Pinterest is about to give mobile apps a visual boost: the company just announced a partnership with Apple that would allow mobile users to download iOS apps without leaving Pinterest’s app. Apple has opened an official “App Store” account on Pinterest to showcase curated apps.

Moreover, Pinterest is also looking to launch a “buy” button in the next 3 to 6 months, further integrating mobile commerce into its framework. Twitter rolled out its “buy” button about 7 months ago to lukewarm receptions. But if Pinterest could leverage its great visual designs into its m-commerce contents, it might work like magic.